1. Global Edition Chapter Three
Analyzing the Marketing Environment
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2. Analyzing the Marketing Environment
Microenvironment
Macroenvironemnt
Demographic Environment
Economic Environment
Natural Environment
Technological Environment
Political and Social Environment
Cultural Environment
Responding to the Marketing Environment
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3. The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
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4. The Marketing Environment
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
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5. The Company’s Microenvironment
Actors in the Microenvironment
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6. The Company’s Microenvironment
Top management
Finance
R&D
Purchasing
Operations
Accounting
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7. The Company’s Microenvironment
Suppliers
Provide the resources to produce goods and services
Treat as partners to provide customer value
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8. The Company’s Microenvironment
Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers
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9. The Company’s Microenvironment
Types of Marketing Intermediaries
Resellers
Physical distribution firms
Marketing services agencies
Financial intermediaries
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10. The Company’s Microenvironment
Competitors
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
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11. The Company’s Microenvironment
Publics
Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics
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12. The Company’s Microenvironment
Customers
Consumer markets
Business markets
Government markets
International markets
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13. The Company’s Macroenvironment
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14. The Company’s Macroenvironment
Demographic Environment
Demography: the study of human populations-- size, density, location, age, gender, race, occupation, and other statistics
Demographic environment: involves people, and people make up markets
Demographic trends: shifts in age, family structure, geographic population, educational characteristics, and population diversity
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15. The Company’s Macroenvironment
Demographic Environment
Generational marketing is important in segmenting people by lifestyle of life state instead of age
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16. The Company’s Macroenvironment
Demographic Environment
Changing American Family
More people are:
Divorcing or separating
Choosing not to marry
Choosing to marry later
Marrying without intending to have children
Increasing number of working women
Increasing number of stay-at-home dads
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17. The Company’s Macroenvironment
Demographic Environment
Geographic Shifts in Population
Growth in U.S. West and South and decline in Midwest and Northeast
Change in where people work
Telecommuting
Home office
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18. The Company’s Macroenvironment
Demographic Environment
Changes in the Workforce
More educated
More white collar
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19. The Company’s Macroenvironment
Demographic Environment
Increasing Diversity
Markets are becoming more diverse
International
National
Includes:
Ethnicity
Gay and lesbian
Disabled
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20. The Company’s Macroenvironment
Economic Environment
Economic environment consists of factors that affect consumer purchasing power and spending patterns
Industrial economies are richer markets
Subsistence economies consume most of their own agriculture and industrial output
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21. The Company’s Macroenvironment
Economic Environment
Changes in Consumer Spending
Value marketing
offering financially cautious buyers greater value—
the right combination of quality and service at a fair price
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22. The Company’s Macroenvironment
Natural Environment
Natural environment: natural resources that are needed as inputs by marketers or that are affected by marketing activities
Trends
Increased shortages of raw materials
Increased pollution
Increased government intervention
Increased environmentally sustainable strategies
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23. The Company’s Macroenvironment
Technological Environment
Most dramatic force in changing the marketplace
New products, opportunities
Concern for the safety of new products
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24. The Company’s Macroenvironment
Political and Social Environment
Legislation regulating business
Increased legislation
Changing government agency enforcement
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25. The Company’s Macroenvironment
Political and Social Environment
Increased emphasis on ethics
Socially responsible behavior
Cause-related marketing
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26. The Company’s Macroenvironment
Cultural Environment
Cultural environment consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
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27. The Company’s Macroenvironment
Cultural Environment
Persistence of Cultural Values
Core beliefs and values are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government
Secondary beliefs and values are more open to change and include people’s views of themselves, others, organization, society, nature, and the universe
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28. The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
People’s view of themselves
People vary in their emphasis on
serving themselves versus serving others.
People’s view of others
More “cocooning” – staying home, home cooked meals
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29. The Company’s Macroenvironment
Cultural Environment
Shifts in Secondary Cultural Values
People’s view of organizations
Decline of loyalty toward companies
People’s view of society
Patriots defend it
Reformers want to change it
Malcontents want to leave it
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